Savouring the shots market

The shots market has remained healthy despite the changes in younger peoples’ lifestyles. However, traditional shot drinks are now becoming part of the cocktail culture as opposed to always being consumed neat. Drinks Industry Ireland looks at the brands that are innovating in the shots category

The popularity of shots has yet to wane as doing a round of shots with friends is sometimes part and parcel of a night out making this market incredibly resilient.

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. According to Henry Farr, associate director at Brand Finance the shots market is very strong at present with Tequila leading the charge: “The tequila sector has really grown in recent years. It is outpacing other spirits, leaving tequila brands well-positioned to capture evolving preferences of consumers, where many are opting for higher quality, premium-branded product and this is what Casamigos, especially, has done so well, given that its entire inception was based

on creating a product they wanted to drink and enjoy.”

While most reputable bars have cocktail menus available now, it is becoming ever more common to find shot menus available too and this can massively generate sales as often people are unsure of what to order outside of the usual Sambuca, Baby Guinness or Tequila brands. With late night licences being extended as part of the incoming Sale of Alcohol Bill, its definitely good news for bars as shots as typically bought in the later hours of the night making the sales potential of the highly-profitable shots market soar. Targeted trade activity across the on and off trade is educating consumers to the fact many spirits can be served as a long drink with a mixer or as a shot, both equally enjoyable.

Spirit filled with passion

Bambarria 100% Agave Tequila is estate bottled in Tequila Town and made with the finest grade blue agave from Jalisco State and the highlands of Los Altos

There are two products in the Vaccari range – White and Nero – both triple anise sambuca made with Mediterranean aniseed, fennel and a very rare Chinese star aniseed which grows in South China and North Vietnam. Vaccari Sambuca White combines a unique selection of premium ingredients to create this triple Anise Sambuca, including essential oils from a wide range of botanicals. This can be thinned with water or drunk as a flambé after chewing two coffee beans.

Vaccari Sambuca Nero’s signature deep blue, almost inky-black appearance is made by blending Vaccari Sambuca with elderbush berries. The suggested serve is Vaccari Sambuca Nero poured over ice. The Vaccari Sambuca range of supremely smooth and premium liqueurs honours the independent spirit of Arturo

Vaccari, creator of the famous Galliano brand. Both are distilled using methods from the 19th century Italian tradition; the result is a premium spirit filled with passion, warmth and a depth of flavour. It is distributed by Barry & Fitzwilliam

Vaccari Sambuca White can be thinned with water or drunk as a flambé after chewing two coffee beans

A fresh new look with the same great taste and made exactly as it was 100 years ago, there are two products in the Bambarria Tequila range. Bambarria Blanco Silver Tequila and Bambarria Gold. Bambarria is a true labour of love. A wonderful flavoursome tequila, steeped in tradition and history.

Perhaps one of the finest examples of authentic pouring tequila, Bambarria 100% Agave Tequila is estate bottled in Tequila Town and made with the finest grade blue agave from Jalisco State and the highlands of Los Altos. The pinas are slowly steamed in small batches to create the distinctive taste of Bambarria Tequila, making it perfect for cocktails and sipping neat. Bambarria Tequila is without question one of the greatest tasting tequilas produced in Tequila Town. It is distributed by Barry & Fitzwilliam

Fire and ice

Fireball can be enjoyed as a shot or in cocktails

Fireball is a Canadian liqueur which comes from blending smooth Canadian whiskey with natural sweet, spicy cinnamon flavours. The whiskey is smooth with a fiery hot cinnamon finish and can be enjoyed as a shot or in cocktails.

Fireball is best served straight out of the freezer as an ice-cold shot. Perfect to kick start any party, anywhere, any time! If you do decide to take on the original ice-cold shot, prepare to stand face-to-face with a fire-breathing dragon who just ate a whisky barrel full of spicy cinnamon. For those who prefer drinks a little longer, this Canadian legend mixes perfectly with cloudy apple juice to make a refreshing apple pie flavoured cocktail. Simply pour 50ml of Fireball into a tall glass filled with ice, top up with cloudy apple juice and garnish with a slice of apple for good measure. The perfect refreshing drink with a kick! Fireball 50cl is a liqueur blended with Canadian whisky and natural cinnamon flavours. Perfect to get the party started – whatever happens next is up to you!

Celebrate the Night!

Richmond Marketing is responsible for distributing and building the Jägermeister brand in Ireland

The world-renowned herbal liqueur Jägermeister is at home in over 140 countries, but its true roots lie in Wolfenbüttel, Germany. Only here is Jägermeister manufactured. The world’s leading herbal liqueur has been crafted for over 80 years based on a secret blend of 56 herbs, blossoms, roots and fruits.

In January 2023, Richmond Marketing became responsible for distributing and building the brand in the Republic of Ireland, adding further strength to their ever-evolving alcohol portfolio. Jägermeister is an iconic global brand, which is synonymous

with bringing people together and has strong cultural roots.

Jägermeister is a catalyst for best nights and according to them, the night is more than a time of day – it’s a space for freedom, fun, authenticity and is an essential part of Irish culture and one worth saving. Dublin based underground collective, The Shed Residents, will curate Ireland’s first ever #SaveTheNight event in Here & Now on 29 September, part of Jägermeister’s global campaign to support and celebrate The Night! Since 2020, the brand has supported more than 1,500 artists, creatives, and bartenders across over 60 countries and #SaveTheNight Irish Edition sets out to support Irish promoters like The Shed Residents by raising awareness for the challenges faced due to a struggling nightlife industry.

Jägermeister is introduced and served as an ice-cold shot, always and everywhere, inviting and encouraging friends to share unforgettable moments at precisely -18°C. The herbal liqueur’s taste profile is defined by five headnotes and only when chilled, is the true taste revealed. At room temperature, the bitter notes are heightened. However, the colder the liquid, the better the harmony of all five headnotes.

Taste of Tennessee

Both Jack Daniel’s Tennessee Honey and Tennessee Apple have been on a strong growth trajectory in the past year

Jack Daniel’s can be sipped neat, mixed with your favourite cola, or stand up in a great cocktail. But at Jack Daniel’s, they understand that consumers like to explore and try new spirits and to experiment with flavours. That’s why Jack Daniel’s Honey and Jack Daniel’s Apple are the perfect offerings that cater for different consumer taste preferences.

Jack Daniel’s Apple has the unique character of Jack Daniel’s Tennessee Whiskey, coupled with crisp green apple for a fresh and approachable taste. It’s bold, refreshing, and exceptionally smooth.

Jack Daniel’s Honey is a blend of Jack Daniel’s Tennessee Whiskey and a unique honey liquor, for a taste that’s one of a kind and unmistakably Jack. With hints of honey and a finish that’s naturally smooth, Jack Daniel’s Honey offers a taste of the unexpected.

Both Jack Daniel’s Tennessee Honey and Tennessee Apple have been on a strong growth trajectory in the past year. Targeted trade activity across the on and off trade including the ‘Whatever the Weather’ Summer campaign has accelerated brand growth in both value and volume. The flexibility of both brands has been key to this, whether they are served in a long drink alongside lemonade or as a shot they can be equally enjoyed.

Jack Daniel’s Tennessee Honey and Tennessee Apple are available in all major retailers and widely available across the on-trade nationwide.

Please contact your local Edward Dillon sales representative for more information

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